Kenwood has launched what the company says is its first consumer branding campaign. Kenwood is using a mix of radio, TV, newspaper and outdoor advertising in three markets: Denver, Detroit and Phoenix. The ads convey to consumers that Kenwood's "Future Ready/Already" audio/video products work with current and coming entertainment technology. Such products include car audio systems that accept satellite-radio and HD radio add-ons.
The Kenwood media plan for each market includes buys on local FM stations, billboards and top urban weekly paper as well as on broadcast and cable networks - CBS, Fox, UPN, WB, Comedy Central, VH1, Spike, and Fox Sports.
The blitz is timed to support the introduction of Kenwood 2004 product lines, now reaching dealers.
Dealer feedback from the ads has been fast and favorable, Kenwood said.